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O impacto dos atributos de smartphone na lealdade dos consumidores
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Orientador(es)
Resumo(s)
Com o desenvolvimento da tecnologia dos smartphones, surgiram muitos tipos
diferentes de smartphones e o mercado dos smartphones torna-se cada vez mais
competitivo. Ao mesmo tempo, de simples tecnologia de comunicação a uma ferramenta
importante, pode-se dizer que a função de smartphone de hoje, tal como as funções da
água ou da comida, é um aspeto tão importante da vida quotidiana das pessoas. Por
conseguinte, compreender a tendência dos smartphones é a chave para o sucesso das
empresas de smartphones. Este artigo partiu dos atributos emocionais e funcionais dos
smartphones e combinou os resultados da investigação de diferentes académicos sobre a
lealdade dos clientes para explorar como os atributos emocionais e funcionais dos
smartphones afetam a lealdade dos clientes.
As etapas principais da dissertação foram os seguintes: 1. Com base na revisão da
literatura, analisou-se a relação entre atributos emocionais e funcionais e satisfação, e os
fatores que afetam a lealdade; 2. Combinou-se os resultados da literatura para estabelecer
um modelo de pesquisa e apresentar hipóteses; 3. Projetou-se e divulgou-se um
questionário, recolheram-se dados e usou-se o software SPSS para analisar, testaram-se as
hipóteses, tiraram-se conclusões de pesquisa e, finalmente, apresentaram-se sugestões de
marketing para o mercado de smartphones.
Através do trabalho acima, esta dissertação tira as seguintes conclusões: as
pessoas de diferentes características culturais são influenciadas por diferentes atributos de
smartphone; o sistema operativo de smartphones tem o impacto positivo na satisfação; a
autonomia da bateria de smartphones tem o impacto positivo na satisfação; o
armazenamento de smartphones tem o impacto positivo na satisfação; a câmara de
smartphones não tem o impacto positivo na satisfação; o design de smartphones tem o
impacto positivo na satisfação; o assistente virtual de smartphones tem o impacto positivo
na satisfação; o logotipo de smartphones tem o impacto positivo na satisfação; os custos
de mudança e satisfação têm o impacto positivo na lealdade
With the development of smartphone technology, many different types of smartphones have emerged, and the smartphone market is becoming more and more competitive. At the same time, from simple communication technology to an important tool, you can say that today's smartphone function, like the functions of water or food, becomes as important an aspect of people's daily lives. Therefore, grasping the development trend of smartphones is the key to the success of mobile phone companies. This paper starts with the emotional and functional attributes of smartphones, combined with the research results of different scholars on customer loyalty, to discuss how the emotional and functional attributes of smartphones affect customer loyalty. The main research work of this dissertation is as follows: 1. On the basis of literature review, the relationship between emotional and functional attributes and satisfaction, and several factors that affect loyalty; 2. Were analyzed the research results of previous literature were combined to establish a research Model, and hypotheses were put forward; 3. a questionnaire was designed and shared, data were collected, and SPSS software was used to analyze and test the hypotheses. Through the above work, this dissertation draws the following conclusions: people of different cultural background are influenced by different smartphone attributes; smartphone operating system has a positive impact on satisfaction; smartphone battery life has a positive impact on satisfaction; smartphone storage has a positive impact on satisfaction; smartphone camera doesn’t have a positive impact on satisfaction; smartphone design has a positive impact on satisfaction; smartphone virtual assistant a positive impact on satisfaction; smartphone logo has a positive impact on satisfaction; switching costs and satisfaction have a positive impact on loyalty.
With the development of smartphone technology, many different types of smartphones have emerged, and the smartphone market is becoming more and more competitive. At the same time, from simple communication technology to an important tool, you can say that today's smartphone function, like the functions of water or food, becomes as important an aspect of people's daily lives. Therefore, grasping the development trend of smartphones is the key to the success of mobile phone companies. This paper starts with the emotional and functional attributes of smartphones, combined with the research results of different scholars on customer loyalty, to discuss how the emotional and functional attributes of smartphones affect customer loyalty. The main research work of this dissertation is as follows: 1. On the basis of literature review, the relationship between emotional and functional attributes and satisfaction, and several factors that affect loyalty; 2. Were analyzed the research results of previous literature were combined to establish a research Model, and hypotheses were put forward; 3. a questionnaire was designed and shared, data were collected, and SPSS software was used to analyze and test the hypotheses. Through the above work, this dissertation draws the following conclusions: people of different cultural background are influenced by different smartphone attributes; smartphone operating system has a positive impact on satisfaction; smartphone battery life has a positive impact on satisfaction; smartphone storage has a positive impact on satisfaction; smartphone camera doesn’t have a positive impact on satisfaction; smartphone design has a positive impact on satisfaction; smartphone virtual assistant a positive impact on satisfaction; smartphone logo has a positive impact on satisfaction; switching costs and satisfaction have a positive impact on loyalty.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
smartphone atributos funcionais atributos emocionais lealdade satisfação custos de mudança functional attributes emotional attributes loyalty satisfaction switching costs
Contexto Educativo
Citação
Yubo, Yang (2022). “O impacto dos atributos de smartphone na lealdade dos consumidores”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão